What is Location Misrepresentation?
Location misrepresentation occurs when a business provides an address that doesn't accurately reflect where the business physically operates. This includes using fake addresses, virtual offices presented as physical locations, addresses where the business doesn't actually operate, or locations that can't be verified.
Google requires that your business location be genuine and accurately represented. The address in your Google Business Profile must be where your business actually operates and where customers can find you (if applicable to your business type).
Common Forms of Location Misrepresentation
Virtual Office Fraud:
- Listing a virtual office as a physical location when customers can't visit
- Using a mail forwarding service as a business address
- Sharing an address with dozens of other businesses without disclosure
- Using coworking spaces without actually maintaining an office there
Fake Physical Presence:
- Creating profiles for locations where you don't operate
- Listing residential addresses where no business activity occurs
- Using addresses of buildings you don't occupy
- Creating multiple locations to dominate search results
Service Area Misrepresentation:
- Showing an address for a service area business (violates SAB rules)
- Using addresses outside your actual service area to appear in more searches
- Listing multiple locations to cover wider geography without actually operating from those locations
Address Manipulation:
- Changing suite numbers to create duplicate listings
- Using slightly different address formats for multiple profiles
- Modifying addresses to appear in preferred neighborhoods
- Using landmarks or nearby addresses instead of actual location
Why Google Cares About Location Accuracy
User Trust: Google's reputation depends on providing accurate information. If users can't find businesses at listed addresses, they lose trust in Google search results.
Fair Competition: Fake locations give unfair advantages over businesses with legitimate single locations. This undermines the local search ecosystem.
Spam Prevention: Location misrepresentation is often associated with lead generation spam, virtual office schemes, and other manipulative practices.
How Google Detects Location Misrepresentation
Verification Challenges:
- Postcard verification failures
- Video verification showing incorrect location
- Inability to verify business signage or presence
- Conflicting information during verification calls
Data Analysis:
- Multiple businesses at exact same address
- Residential address for business types requiring commercial space
- Address doesn't match category (e.g., restaurant at office building)
- No evidence of business presence via Street View
- Utility bill or document verification failures
User Reports:
- Competitors reporting fake locations
- Customers unable to find business at listed address
- Landlords reporting unauthorized address use
- User-submitted photos contradicting business claims
Fixing Location Misrepresentation Issues
Step 1: Assess Your Situation Is your address truly legitimate?
- Do you physically operate from this location?
- Are you properly licensed at this address?
- Can you prove occupancy with utility bills, lease, or ownership documents?
- Is this where customers would find you (if applicable)?
Step 2: Correct Your Business Model If you're a service area business:
- Change to service area business (SAB) configuration
- Hide your address from public view
- List your actual service areas
- Use your legitimate home or office address (hidden)
If you're using a virtual office:
- Either establish a real physical presence at a legitimate location
- Or transition to service area business model with your actual operating location
Step 3: Gather Strong Location Proof Document your legitimate presence:
- Utility bills (electric, water, internet) in business name at address
- Lease agreement or property deed
- Business license showing address
- Photos of physical location with signage
- Photos of interior business operations
- Mail or official documents at address
Step 4: Submit Comprehensive Appeal Address the issue directly:
"I understand there are concerns about the location accuracy for [Business Name]. Our business operates from [address], where we [describe operations - meet clients, maintain office, operate retail location, etc.]. I've attached documentation proving our legitimate presence including utility bills, lease agreement, business license, and photos of our location. [If SAB: I've corrected our profile to service area business configuration with our address properly hidden, as we provide services at customer locations rather than welcoming customers to our office.] I request reinstatement of our profile with the correct configuration."
Special Cases and Solutions
Shared Office Spaces: Legitimate if:
- You have a dedicated workspace or private office
- You're present during business hours
- You have proper lease or membership agreement
- You can receive the verification postcard
- Business license lists this address
Home-Based Service Businesses: Completely legitimate if:
- Configured as service area business (SAB)
- Address is hidden from customers
- You're properly licensed for home-based operations
- You actually operate from this location
Multiple Locations: Only legitimate if:
- You have staff present at each location
- Each location is properly licensed
- Customers can visit each location (or each is properly configured as SAB)
- You can verify each location independently
Coworking Spaces: Legitimate if:
- You have a membership and regular presence
- You can receive mail there
- You list the specific suite/office number
- You're not one of hundreds of businesses at the exact same address
Preventing Location Issues
For Physical Locations:
- Ensure clear, visible business signage
- Maintain consistent NAP (Name, Address, Phone) everywhere online
- Keep location photos updated on your profile
- Respond to customer questions about location
- Have utility bills and lease in business name
For Service Area Businesses:
- Properly configure as SAB from the start
- Hide your address as required
- Don't try to show an address to appear in more searches
- Be clear about service areas in business description
- Maintain documentation of your actual operating location
For All Businesses:
- Never use fake addresses to expand reach
- Don't create multiple locations unless you truly operate from multiple locations
- Be honest about where your business operates
- Update your address if you move
- Maintain proper licensing and documentation
Timeline for Location-Related Suspensions
Typical Resolution Timeline:
- Suspension: Immediate upon detection
- Documentation gathering: 1-3 days
- Appeal submission: Within 5 days of suspension
- Initial response: 3-7 business days
- Additional verification: May require video verification or postcard re-verification
- Total time: 2-4 weeks for clear-cut cases; longer if verification is complex
FAQ
Can I use a virtual office if I disclose it? No. Virtual offices presented as physical business locations violate Google's policies regardless of disclosure. However, you can use a virtual office as your hidden address for a service area business if that's where you legitimately receive mail.
What if I work from home but don't want to show my home address? Configure your profile as a service area business (SAB) and hide your address. This is completely legitimate and compliant for businesses that serve customers at their locations.
Can I have locations in multiple cities where I serve customers? Only if you have a legitimate physical presence (office, storefront, etc.) in each city. You can't create fake locations just to appear in more searches. Consider one SAB profile that lists multiple service areas instead.
What if my landlord won't let me put up a sign? This can make verification challenging. Document whatever presence you're allowed (door plaque, building directory listing, etc.) and explain the situation in your appeal with your lease restrictions.
Next Steps
Run our free diagnostic tool to check if your location setup is properly configured for your business type. The tool identifies potential location issues before they cause problems.
Need Help Proving Location Legitimacy? Location misrepresentation appeals require strong documentation. Our Reinstatement Review service ($200) helps you gather the right proof and structure your appeal for the best chance of quick reinstatement.